"Sabor Is How We Do"

2019 Selection in PM360's Greatest Creators Showcase

Tea is a crowded CPG category. Tadin needs to differentiate itself with cross-cultural millennials.

So we go beyond flavorful teas to a broader celebration of Latinx lifestyle made synonymous with the 30-year-old brand.

It’s wellness gone cultural.

Results:
• 25 million impressions
• 82.5% increase in website visits
• 27.7% increase in year-over-year sales in target markets of Los Angeles, Fresno, Phoenix, Dallas, Houston and Raleigh

  • Role Creative Director, Copy
  • For Tadin Herb & Tea Co.
  • Type OOH, POS, Social Influencer

Art Direction by David Galván.

“Sabor Is How We Do” is about living life with healthy, positive and unapologetic self-acceptance. That’s our flavor.

The brand differentiates by making Latinx lifestyle synonymous with its teas.

Tadin was previously known as a functional wellness brand preferred by “abuelitas.” The cultural angle raises it to a lifestyle level more attuned to cross-cultural millennials.

Broad social extension, through Instagram-sourced imagery and influencer-based content. With room for Latinx bloggers in fashion, art, food, wellness, lifestyle, music, performance to collectively participate in the campaign.

Concept is modular and hyper-local. Executions can vary by regional market, reflecting the specific Latinx identity of each footprint. (Think South Florida vs Texas vs SoCal.)

But on a national level, campaign builds a densely-woven cultural fabric that celebrates the beautiful complexity of US Latinx traditions—all synonymous with the Tadin brand.

A wreath treatment around tagline typography is customized around the herbal and floral ingredients of each specific tea blend—artfully speaking to product integrity and flavor variety.

POS displays conspicuously embrace design references from across the Latinx arts & crafts spectrum—including Talavera pottery, paper art and pewter metal craft.

Results:
• 25 million impressions
• 82.5% increase in website visits
• 27.7% increase in year-over-year sales in target markets of Los Angeles, Fresno, Phoenix, Dallas, Houston and Raleigh